GHANA INSTITUTE OF JOURNALISM.
COURSE: ADVERTISING PRODUCTION.
LECTURER: MR. YAW GYAU.
CLASS: DIPLOMA 2B.
GROUP ASSIGNMENT
SAMUEL
AASAH BARNOR
BENJAMIN
.K. TENKORANG
QUESTION: As the Director of Corporate Communications of
Nivea, develop promotional strategies using the six (6) IMCs for the Nivea
range of products.
PROMOTIONAL STRATEGIES PROPOSAL
BACKGROUND
OF THE STUDY
Nivea is a
global skin and body care brand, owned by the German company Beiersdorf. In 1882
Pharmacist Carl Paul Beiersdorf establishes the company on March28. The company
began in 1911 when Beiersdorf developed water in oil as a skin cream with
Eucerit, the first stable emulsion of its kind.
The company’s owner,
Oscar Troplowitz named it Nivea, from the Latin word niveus/nivea(meaning
snow-white).
“Essentially
enriched” body lotion nourishes and protects the skin. The
particularly rich water-in-oil emulsion has caring ingredients which leave even
the driest skin noticeably smoother. The “Essentially
enriched”contains moisturizing Almond Oil, Vitamin E and intensive caring lipids.
STATEMENT
OF PROBLEM
Customers do complain that for ages they have been
using creams from other brands but they do not notice any change in their color. The creams especially body lotions they use either deform or cause
irritation to their skin.
As
Director of Corporate Communication of Nivea we have promoted several categories
of products to the market. These include Shower Care, Body Care, Deodorant, Face Care, Men's Care, Nivea
Cream, and Nivea Soft-Sun Care.
Our customers in
deed have testified our various products, according to them; Nivea products
have established changes in their body. So the company has decided to introduce
to our prospective customers Nivea body lotion “essentially enriched”
We ensure our
customers that; for best results they should apply it daily, for a noticeable
long-lasting improvement to their dry skin. Also, skin compatibility is dermatological proven.
OBJECTIVES
The company is introducing the “essentially enriched” so that:
1. Lost moisture would be restored
an dreplenished.
2.
It protects the natural
structure of the skin and maintains its protective layer.
3.
Roughnesses are
reduced.
4.
It promotes a non-stop moisture
supply from within the skin
Image of product
“Nivea body essentially enriched”
These are brief Integrated Marketing Communications
(IMCs) that we will use in the promotion of “Essentially Enriched”
ADVERTISING
In terms of advertising, ‘Nivea Company’ would like to spend GHC
30 million in promoting and presenting the product to the target audience as
well as the public through: Television, bill-board and radio. Television is
part of the broadcast media which involves the use of visual and audio to
promote products. Counting on a large targeted people about 20 million; we
decided to select Ghana Television (GTV). Our objective for the selecting of
GTV is to capture the market in the
entire Ghana. Since, it has a wide coverage within and outside the boundaries
of Ghana.
Also, ‘Nivea Company’ beard in mind that it is not all our target markets
that will have access to the TV adverts, so a standard and a high quality
billboard will be constructed and will be mounted at the vintage areas with the
ten Regions.
PERSONAL-SELLING
The company will invite 1 million
retailers from the entire region, that is 4000 equally from Greater-Accra and
Ashanti region, and randomly select 6000 retailers from the rest of the eight
regions. Personnel from the marketing department will introduce to “Essentially Enriched” invited
retailers. All persuasive means will be used in order to let the retailers to
add “Essentially Enriched” to their
product line. The personnel will also assure them that the Company has taken
care of all the necessary advertisement. In addition, initial coupons for the
launching of the product. On the behalf of retailers all retailers will be
given discount.
SPONSORSHIP
MARKETING
The company would like to associate “Essentially Enriched” to some beauty
pageants. The product will sponsor “Miss Ghana”,
“Miss Malaika”, and “Miss Tertiary”. We
are not only interested in sponsoring beauty pageants but also sponsor some
Tele-novella on TV 3. Because most of the women enjoy these programs on TV and
as they are enjoying these programs our advert will be made known to them. We
have developed a good idea that, on the eviction period any one who will be
able to predict any of the contestant who will evicted will be given three “Essentially Enriched” for free. But will
base on conditions.
SALES
PROMOTION
The company has aimed at using both
trade-oriented sales and consumer- oriented sales promotions. In terms of trade
oriented-sales promotion; commissions and allowances will be given to
wholesalers and retailers who will respond to “Essentially Enriched”. Consumers will also be given free sample try
and coupons. Buy one-get- free for the first 6 months.
POINT-OF-PURCHASE
COMMUNICATION
“Nivea
Company” will
design displays, posters, signs and stickers bearing the store names of our
wholesalers and retailers. These will attract customers’ attention to trial
sizes sample and influence their purchase decisions.
PUBLICITY
The Public Relation personnel will provide
a press release to magazines and the various newspapers to inform the public
that “Essentially Enriched”contains moisturizing Almond Oil, Vitamin E
and intensive
caring lipids; which promotes
a non-stop moisture
supply from within the skin.
REFERENCES
Internet:
www. nivea.com
